In an announcement out of Singapore, Dunkin’ Brands said it was launching a partnership worth more than $1 million with the two-time NBA Most Valuable Player, who will partner with the company in its marketing efforts across Asia. Though focused initially on East Asia and India, executives of the company – best known for its doughnuts and ice-cream chain Baskin Robbins – said the move is part of their efforts to expand across the region, already home to almost a quarter of the American company’s revenue.

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The tie-up marks a bet by the company that basketball will continue growing in popularity in a region where sports like English football (also known as soccer) and cricket often draw the biggest crowds and TV ratings. For now, basketball is becoming more popular in places like China, Taiwan and Korea, as well as a few spots in Southeast Asia, such as the Philippines.

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